The Margin Stack30 DAYS FREE + Free Analytics Session $500
Built for Shopify

Analytics built on profit, not revenue.

Blufire reads the true contribution margin on every order, customer and SKU, then ranks the moves worth making each week.

Book a demoSee The Margin Stack
★★★★★5.0on GoogleTrusted by 100+ businesses$153M revenue influenced
Blufire on a live Shopify store
Watch the walkthrough
Trusted by the teams behind 100+ businesses
See it run

Four minutes inside Blufire.
Then hear from the businesses who run on it.

Watch the 9-minute walkthroughBrendan walks Blufire on demo data. No sales call, Loom-style.
NJ
Nick Jackson
CMO, Peter Jackson
★★★★★

"I couldn't be more impressed with the Blufire team and the improvements they have made… working on the account and maximising results daily."

Google review
PB
Pourya Balali
Cheapest Liquor
★★★★★

"…helped our company, Cheapest Liquor, grow substantially and got our name out well before our launch. It's rare to find a group that's as passionate and knowledgeable as these guys. They've really helped our brand succeed and grow… Brendan's an amazing guy to work with. Highly recommended."

Google review
WM
Will Macpherson
Google review
★★★★★

"They're experts in their field and genuinely seem to care about us winning… they achieve all the results we could hope for where it matters."

Google review
JP
Jodie Patch
Google review
★★★★★

"They took the time to understand our business and goals, and delivered a clear, customised strategy that actually worked."

Google review
BH
Braden Hodges
Google review
★★★★★

"Quick to take action, and bring a lot of experience… a partner who can strategically execute and adapt to fast-paced industries."

Google review
FP
Franco Polizzi
RainCo
★★★★★

"…getting those visitors to convert into customers. They are hard workers… I highly recommend Brendan and the team."

Google review
Book a demo
Why operators switch

Built to find money.
Not clicks.

The tie-out

Revenue to true margin, reconciled to the dollar.

COGS, shipping, fees and returns out. What's left is the number your accountant would sign.

$1.35M
Revenue
COGS
Shipping
Fees
Margin
Customer value

The customers that actually profit.

Fake VIPs surfaced, real VIPs protected.

Loyal full-priceProtect$418k
Rising mid-tierGrow$96k
High-revenue "VIPs"Fake VIP-$31k
Discount-only buyersSuppress-$142k
Discounting

Every code priced in margin. The leak, found.

-$142k
WELCOME10 +$61k REPLEN15 +$28k VIP20 × SALE -$142k FREESHIP -$61k
Activation

Pushed into Klaviyo, live.

Margin-built segments in your email platform in one click, measured back in margin.

KProfitable VIPs, protectSynced to Klaviyo, just now2,140
KWin-back, full-price onlySynced to Klaviyo, 2m ago5,880
KReplenishment dueSynced to Klaviyo, 9m ago3,610
KDiscount-only, suppressSuppressed from sends, 12m ago3,412
The Weekly Move

One ranked action, dollar attached, every Monday.

this week's move
01Cap VIP20 at 10%, exclude sale items+$142k/yr
02Raise free-ship threshold to $120+$88k/yr
03Win back full-price lapsed, 5,880 profiles+$54k/yr
The models

Models, not vibes.

MMM, price elasticity, predicted CLV, geo-lift experiments. Fitted to your data.

MMMElasticityCLVGeo lift
Everything included
★★★★★5.0on Google100+ businesses

The Margin Stack

From $124.17/mo
  • Connect your store in 30 seconds - no setup project
  • See the true profit on every order, customer and SKU, updated daily
  • The moves that make you money, ranked and costed every Monday
  • A Free Analytics Session with our lead analyst, $500 free
  • Free for 30 days. Free to install.
  • Nothing to pay until your 30 days are up.
Book a demo See the 4 bands →
What's included

Every margin question,
answered in one place.

Where the money leaks, which customers actually profit, what to reorder, where the next dollar goes. Click through what you get.

Portfolio Headline
The CM1 read, ranked by dollars
Cap VIP20 stacking+$142k
Free-ship threshold+$88k
Win back full-price+$54k
RerunsDaily
What Changed
Period delta decomposition
Price
Mix
Ship
Disc
Net
This period's CM1 move+$31.4k
CFO Scorecard
Performance over time
CM1 %24.2%
NCAC$52
Refund rate9.2%
Role lensesCEO, CFO, CMO, Growth, Ops
Data Health
Connector status, honest
4/4
Sources connected & tied outLive
The Profitability Cube
Pivot any dimension, drill any cell
Cell to record list to entityDrills
CM1 Waterfall
Revenue to true margin
Revenue
COGS
Ship
Fees
CM1
Reconciled variance$0.00
NCAC & CM-Payback
New-customer cost, in margin
CAC$38
NCAC$52
CM payback62 days
DenominatorCM1, never revenue
Cohort CM1-LTV & Retention
Acquisition cohorts, forward
Every cohort drills toCustomers
Promo Ledger
Every code's margin verdict
WELCOME10+$61k
REPLEN15+$28k
VIP20 × SALE-$142k
FREESHIP-$61k
The fixCap VIP20 at 10%
Dependency Distribution
Who needs a discount, in bands
None
Low
Med
High
Locked
Buyers discounted needlesslyFound
Full-Price Win-Back Targets
Suppression and win-back lists
5,880
Profiles, exportableOne click
Promo-Restructure Simulator
What the cap recovers
Annualized+$142k
The 12-Segment RFM Cube
Margin-true RFM, not revenue RFM
Every segment drills toMembers
The 7-State Board
Lifecycle states + migration
Active6,204
At-risk1,918
Lapsed3,466
Migration flowsWeekly
Value Distribution
Concentration, honestly shown
62%
Of CM1 sits in the top decileTop 10%
BTYD Predicted CLV
Survival curves + predicted value
Predicted, labeled asPredicted
Model Comparison Matrix
Attribution models, side by side
Last-click
First-order
Linear
Ours
Credit frozen atFirst order
Multi-Touch Journey Paths
How customers actually arrive
Meta → Email → Store28%
Google → Store22%
Direct18%
Of 1,204 mapped journeysTop 3
Entry-Quality Quadrant
Volume × quality, per source
Each quadrant namesA move
UTM Hygiene & Coverage
Tracking, kept honest
92%
Of sessions cleanly taggedCoverage
CM1-MER Strip
Blended and per-channel
Blended
Google
Meta
Email
Reads S2, neverRecomputes
Per-Source Customer Profile
Meta buyers vs Google buyers
Google, AOV$103
Meta, AOV$84
Email, repeat rate41%
The signature cross-cutPer source
Flows vs Campaigns
Owned channel, in margin
Flows, CM1$9.8k
Campaigns, CM1$6.2k
Total owned$16.0k
Klaviyo, read inCM1
SKU × Channel CM1 Matrix
What sells where, profitably
First-purchase productBy channel
The Margin Table
Every SKU and variant in CM1
Hero hoodie$19.10
Core tee$6.40
Sale tee-$1.40
Net ofReturns
ABC × XYZ Portfolio Matrix
Nine cells, whole catalogue
Classified9-cell
Stockout Risk & Days-of-Cover
Reorder and open-to-buy
6
SKUs flagged this weekReorder
Refund Overview
Return economics, by cohort
Return rate, in CM19.2%
The Mosaic
Over and under-index, per persona
Rolled from raw RFM into8 archetypes
Persona × Product
The category matrix
Full-price loyalist41%
Gift-season buyer12%
Sale-day hunter-6%
Share of CM1Per persona
Lookalike Headroom
How far each persona scales
3.2x
Headroom on the best personaModelled
Acquisition Signals
Knowable at first order
Entry productLever 1
First-order sizeLever 2
ChannelLever 3
Exports asAn audience
Active Dispatch Board
Margin-bucketed audiences, live
Profitable VIPs2,140
Win-back, full-price5,880
Replenishment due3,610
Suppress3,412
PushOne click
Audience Payback Ledger
Every push, measured back
Measured inCM1, not opens
Treatment vs Holdout
Incrementality, built in
Treated
Holdout
The lift isProven
Connector & Destination Status
Sync health, honest
4/4
Destinations healthyLive
The Asset Ranking
Creative by the margin it acquired
UGC video A+$9.8k
Hook B+$4.1k
Static sale ad-$2.2k
Ranked byCM1 acquired
Fatigue Board
Decay caught before spend dies
Refresh queueExportable
Attribute Performance Ranking
What the winners share
UGC
Hook A
Static
Promo
Product-in-creative ×Buyer quality
Format × Placement Matrix
Where each format earns
Test readoutsA/B + incrementality
CM1 Forecast Fan
CFO-grade, with uncertainty
Scenario labWhat-if
CM1 Efficiency Frontier
Budget reallocation, mapped
Now
+10%
+20%
+30%
+40%
Diminishing returnsVisible
Plan-vs-Actual Tracker
Targets, tracked weekly
Plan$128k
Actual$131k
Variance+2.3%
Cash-Flow Projection
Working capital, forward
Honest about needingYour ledger
Marketing-Mix Model
Spend response, page-per-model
Meta
Google
TikTok
Email
Other
Inputs, formula, outputsOpen
Price Elasticity
The demand curve, fitted
Price moves priced inCM1
Cohort LTV / Retention
The curves under the CLV
Drills to the recordsFeeding it
Promo / Discount ROI
Every mechanic modelled
Threshold offer2.4x
Sitewide %1.3x
Stacked codes0.6x
Which models run onShopify alone
Geo Lift Results
Test vs control regions
Paid mediaCaused, not correlated
Email Holdout Results
Control held back, lift read
Treated
Control
Of audience held out10%
Social Media Holdout
Owned social, same rigour
10%
Verdict gatesEvery number
Test History
Every experiment on record
Geo: brand search+$18k
Email: win-back+$9k
Promo holdoutFlat
Headline denominated inCM1
Open the full sample account →
The complete product on demo data. Click everything, drill everywhere. No signup, no card.
Wired into the stack you already run
Shopify Klaviyo Google Ads Meta
Us vs. the category

Keep your click tracker.
This does a different job.

"We have Triple Whale." Keep it. It tells you which ad got the click, not which orders made money after COGS, shipping, returns and fees.

The Margin StackBlufire + analyst Triple WhaleClick attribution NorthbeamAttribution & MMM Polar AnalyticsShopify BI LifetimelyLTV & profit TrueProfitProfit tracker SpreadsheetsDIY
Price on the website, self-serve startBand pricing published, start in 30 seconds. Free for 30 days. Free to install.✓✓—✓✓✓✓
A lead analyst applies it to your storeA Free Analytics Session: One working session with our lead analyst, on your own numbers. $500 free✓——————
Profit dashboard, revenue minus costs✓✓—Partial✓✓Partial
True contribution margin on every order, customer and SKUNet of COGS, shipping, fees and returns✓Partial—PartialPartialPartial—
Reconciles to your accounting ledger, to the dollar✓——————
Fake-VIP detectionHigh-revenue customers losing money after returns, found✓——————
Discount stacking leaks, priced in margin✓——————
Margin-bucketed segments pushed to Klaviyo✓——PartialPartial——
Click attribution, which ad got the click✓✓✓Partial———
First-order profitability by cohort✓Partial——Partial——
MMM and price elasticity models✓Partial✓————
Geo-lift and holdout experimentsProve marketing caused margin, not just correlated with it✓Partial✓————
Creative resolved to the margin it acquired✓Partial—————
Shows what it cannot attribute, honestly✓——————
The Weekly Move, one ranked action with a dollar attached✓——————
Included in your free trial

Your 30-day free trial.
Itemised, so you know what free means.

Not a course. Our lead analyst, on your store.

One working session with our lead analyst, on your own numbers.

What Changed - the period delta read your sessions work from
Order summary · Your 30-day free trial
Day 1Free to install.

Your store connected in 30 seconds. No setup project.

30 daysThe whole platform, free.

Every section and every feature on your own store, the same as every paying plan.

In your trialYour Free Analytics Session.

Our lead analyst walks your own numbers with you: your true margin, where it leaks, and the move worth making first.

Total$500FREE
In their words

The tie-out said $1.35M true margin.
Here's what finding it feels like.

★★★★★ Verified client reviews. Names provided, references available. Google Reviews

Checkable, not claimed.

#18AFR Fast 1002025
WinnerBest PPC CampaignAPAC Search Awards 2025
14+Award nominationsGlobal Agency & APAC Search Awards
$153MRevenue influenced100+ businesses
The 1-minute story

Hi, we're Brendan
and Cameron.

Brendan Ellich and Cameron James at the AFR Fast 100 awards
Brendan Ellich & Cameron James
Co-founders, Blufire
#18 AFR Fast 100 2025 Winner, Best PPC APAC 2025 14+ award nominations $153M influenced
Talk to us →

My co-founder Cameron and I built Blufire as a paid-media agency in Melbourne. We've run growth for 100+ businesses and influenced $153M in revenue - menswear, liquor, outdoor gear, heating, apparel.

The longer we ran ads, the more one thing bothered me. Every tool we used told our clients they were winning, and their accountants kept saying otherwise. Dashboards report revenue. Businesses live or die on margin. Those are different numbers, and the gap between them is where stores quietly bleed.

Revenue analytics can't see COGS, shipping, returns or fees, so it can't see profit. It calls a customer a VIP because they spend a lot, even when returns make them a loss. It calls a discount code a winner while it stacks with sale pricing and gives the margin away.

So we built Blufire: true contribution margin on every order, customer and SKU, reconciled against your ledger to the dollar. Not another dashboard. The number your accountant would sign, live, with the moves ranked underneath it.

The Margin Stack is how we'd want to buy it. Thirty days free on your own store, and a Free Analytics Session with our lead analyst on us. If it hasn't earned its place by day thirty, cancel and you pay nothing.

If anything on this page doesn't hold up once you're inside, email me directly. I read everything.

Brendan & Cameron
Co-founders, Blufire

FAQs

Install Blufire from the Shopify App Store and connect your store. You get the whole platform on your own numbers, free for 30 days, plus a Free Analytics Session with our lead analyst. Your plan only starts when the 30 days are up, and if you cancel before then you pay nothing.
There isn't one. You get everything from day one, free for 30 days, and our lead analyst sits down with you in a Free Analytics Session, on us. We can make that offer because once you've seen your true margin number, we don't think you'll want to switch it off. That's the whole bet.
Keep it. A click tracker tells you which ad got the click. It cannot tell you which orders made money after COGS, shipping, returns and fees, which customers are profitable, or which discount codes leak margin - because it doesn't compute true contribution margin, and we do, reconciled to your ledger. Different job. The comparison table above shows it row by row.
No. The product ranks the one move worth making each week with the dollars attached, and in your Free Analytics Session our lead analyst walks your own numbers with you and agrees the first move. You execute in tools you already use.
Your plan is set by trailing-12-month revenue: Starter to $1M, Growth $1M-$5M, Pro $5M-$20M, Scale $20M+. It moves with your revenue automatically, up and down. You never pay Pro prices on Starter revenue. Above $50M is a custom plan.
Minutes, not weeks. One-click OAuth for Shopify, Klaviyo, Google and Meta - no engineer, no CSV uploads. Your margin number ties out against your ledger in your first week, not your first quarter.
Most stores' are, and it's exactly where other tools quietly fabricate a zero. We read unit costs straight from Shopify, show you exactly which products are missing them, and the math stays honest at every gap. Your analyst walks this with you in your Free Analytics Session.
Yes. Shopify installs get the first 30 days free, then the plan price. Same product, same plans, same Free Analytics Session.
The weekly move keeps arriving in the product, and you keep the rhythm the analyst set. Most operators need exactly that. If you want ongoing hands-on help, that's the Custom plan.
One isolated database per store - your data never shares a table with anyone else's. Deletion on request, every number traceable to its source, and we never sell or share it. Full detail in the Trust Center.

Ready to see what you are actually keeping?

Book a demoSee The Margin Stack

Free for 30 days. Free to install.

The Margin Stack Free 30-day trial From $124.17/mo billed yearly, plus a Free Analytics Session ($500) Book a demo